BOOST expands with functional hydration launch
BOOST is entering Ireland's functional hydration market with the August launch of its new zero-sugar BOOST Water+ range
Print5 August 2026
BOOST is stepping up its investment in Ireland with the August launch of BOOST Water+, taking the brand into the growing everyday hydration and functional drinks market.
The zero-sugar electrolyte water has been created for consumers seeking convenient hydration with added benefits, whether starting the day, at work, exercising or managing a busy lifestyle.
Expanding its offering
BOOST Water+ contains magnesium, chloride, zinc and sodium, alongside vitamins B12, B6 and B3.
Its arrival gives retailers an opportunity to expand their functional drinks offering and generate sales beyond traditional energy occasions.
The launch marks a significant expansion of the BOOST portfolio in Ireland.
Part of AG Barr, BOOST has built a strong reputation for delivering great-tasting drinks at accessible prices, with a range spanning energy, sport and iced coffee.
BOOST Water+ will help the brand reach new consumers and respond to demand for refreshing drinks that combine functionality, convenience and value.
The BOOST team is focused on expanding distribution, strengthening retailer partnerships and ensuring the launch receives strong visibility across the right channels and locations.
The wider brand will continue to be supported through Straight Up, BOOST’s bold marketing campaign celebrating its straightforward approach to energy.
Built around the idea that consumers do not need exaggerated claims or unnecessary complexity, Straight Up communicates BOOST’s combination of great taste, energy and value through confident, humorous creative.
The campaign is supported by consumer marketing, social media, PR, sampling and retail activation, helping to build awareness, encourage trial and drive repeat purchase.
For retailers, Straight Up provides a distinctive platform for chilled fixtures, in-store displays and promotional activity, while BOOST Water+ creates a fresh opportunity to engage consumers seeking everyday hydration and functional refreshment.
With a distinctive identity, growing local support and an expanding portfolio led by BOOST Water+, the brand is well positioned to unlock further growth in Ireland.
Read more: Irish operations boost SPAR Group performance
© 2026, ShelfLife by Ryan Brennan
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